Accelerating new product diffusion: How lead users serve as opinion leaders in social networks

Wang, Nan; Xie, Wenxuan; Tiberius, Victor; Qiu, Yong

doi:10.1016/j.jretconser.2023.103297

Cited by 9 publications

(3 citation statements)

References 70 publications

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“…Conversely, the present study extended prior research by investigating how social exclusion influences RNP and INP adoption intentions. In addition, previous studies on new product adoption intention have also mainly focused on product characteristics (Fuerst et al, 2023; Kovalenko et al, 2022), individual traits (Herzenstein et al, 2007; Ma et al, 2014; Seyed Esfahani & Reynolds, 2021), and the marketing context (Jiang et al, 2023a; Wang et al, 2023; Zhang & Gong, 2022). Our study confirmed that, within an individual's social relationship, new product adoption can be affected by social exclusion.…”

Section: Discussionmentioning

confidence: 99%

“…More importantly, the way information about a new product is communicated to consumers can significantly impact its adoption. Scholars explored various marketing communication strategies, such as online reviews (Sun et al, 2023), recency heuristic (Min, 2023), advertising message framing (Niu et al, 2022), creative advertisement (Jiang et al, 2023a), and influencer and opinion leaders marketing (Wang et al, 2023; Zhang & Gong, 2022). However, many previous studies have concentrated on product characteristics, personality traits, and marketing communication strategies, and few have focused on consumers' social relationships.…”

Section: Introductionmentioning

confidence: 99%

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Give me the newest! Effect of social exclusion on new products adoption

Liang,

Lan,

et al. 2024

Int J Consumer Studies

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Scholars have explored the factors influencing new product adoption from various perspectives, such as product characteristics, personality traits, and marketing communication strategies. However, these studies lack the consideration of consumer social relationships. Thus, this study examined how social exclusion influences new product adoption. Three experiments involving 1372 participants indicated that social exclusion leads to a higher really new products adoption compared to social inclusion. The mediating factor in this relationship is the need for uniqueness. In contrast, no significant difference in incrementally new product adoption was found between socially excluded and included individuals. The above effects only exist in individuals with low self‐control. Individuals with high self‐control exhibit no significant difference in RNP adoption intention, whether they experience social exclusion or inclusion. These findings not only significantly increase the body of knowledge on social exclusion and new products, but also advise marketers on how to promote new products.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Give me the newest! Effect of social exclusion on new products adoption

Liang,

Lan,

et al. 2024

Int J Consumer Studies

View full text Add to dashboard Cite

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“…Nan Wang's research delves into the role of influential users as thought leaders within social networks and their capacity to guide other users in adopting and disseminating innovative products. An investigation involving 308 members of Xiaomi and Huawei forums has unveiled a notable positive correlation between the prevalence of influential users and the likelihood of user engagement, specifically in terms of expressing comments [2].…”

Section: Literature Reviewmentioning

confidence: 99%

Research on the Reasons for the Widespread Popularity of MBTI Test among Chinese Undergraduate

Wang

2023

CHR

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In the course of social communication, how to scientifically apply communication theory to obtain better communication effect is always a problem that the field of communication has to face. By interviewing Chinese college students, this study studied the reasons for the spread of MBTI personality test among college students, The interview questions include: first, how did you come into contact with MBTI; Second, how social media platforms contribute to your understanding of the MBTI; Third, if you do not test MBTI, will you feel uncomfortable when discussing MBTI with friends around you? What kind of discomfort will you feel? Finally, have your friends discussed MBTI on a large scale? And discussed the reasons for the wide spread of MBTI personality test in depth. This study concludes that opinion leaders in social relation play an important role in communication, that contemporary Chinese college students are suffering from serious social anxiety (that is, many students are unwilling to have communication barriers with their peers, etc.), that social media big data algorithms are recommended, and that social media exerts a subtle influence on interviewees. Through the study of its influence, the solution is obtained. In communication, we can use opinion leaders to a greater extent. In the study and life of Chinese college students, we can educate them on how to face social anxiety and how to properly use communication principles in normal social communication.

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